SBR 60: Rebranding is on the rise. But should you join in?
Rethinking Your Rebrand: Strategic Shift or Shiny Distraction?
Rebrands seem to be everywhere right now. But that doesn’t mean they’re always the right move.
We’ve noticed a wave of FMCG brands refreshing their visual identities in the past 12 months. Cleaner designs, pastel tones, and nature-inspired storytelling are in. Tone of voice is getting warmer. And there’s a growing trend towards “heritage with a twist” – modernising without losing the brand’s roots.
Why the surge?
Some brands are reacting to tougher post-pandemic trading conditions. Others are trying to signal change to retailers or stay relevant to evolving consumer expectations. But one big driver we often see is internal fatigue. Brand teams spend so much time immersed in their assets, they get tired of them long before the market does.
The danger is throwing out the very elements that make you recognisable. A rebrand resets the clock on awareness and mental availability. That’s a risky move if your current identity isn’t actively holding you back.
Alpen’s recent refresh is a great example of getting it right – it looks warmer and cleaner, but it’s grounded in strategy. Manomasa, on the other hand, lost some of the vibrant personality that helped it stand out. And Tropicana’s infamous redesign is a cautionary tale. Sales dropped sharply after they removed distinctive visual cues. It wasn’t bad design. It was a failure to understand the role of consistency in real-world shopping decisions.
Rebranding isn’t just a creative project. It comes with operational costs, stock write-offs, retailer communication, and shopper confusion. The total load is heavier than many realise.
So, before you leap, ask yourself:
What problem are we solving?
Are our brand assets broken, or are we just bored of them?
Could we refine and strengthen what we already have?
A smart rebrand builds from what’s working. It doesn’t just follow a trend. You know where we are if you want help with finding the answers to those questions.